According to Wikipedia, it means an unwelcome person. I like the definition from BusinessDictionary.com, which defines it as: A person who is rejected by those whose acceptance of him or her is required in a situation.

Can you see how this relates to your customers?

Why are we in business? For our customers, right? Their acceptance is required in this situation, no? And yet, we still see some dismal statistics about how many companies don’t focus on the customer experience or think they focus on the customer experience but really don’t.

$83 billion is estimated to be lost by U.S. businesses every year due to poor customer service.Source: Genesys

Businesses lose $289 each year for every customer who leaves due to poor service.Source: Genesys80% of big companies described themselves as delivering “superior” service, but only 8% of customers say they’ve experienced “superior” service from these companies.Source: The New Yorker

66% of consumers switched companies in at least one of ten industries due to poor service in the past year. 82% of consumers felt their service provider could have done something to prevent switching. 55% say they’d have stayed if the company had proactively contacted them, and 51% would have stayed had the company simply recognized them and rewarded them for their business.Source: Accenture Global Consumer Pulse Research, 2013

Amazon is really a great example of a customer-focused, customer-centric company. Actually, the better phrase, their phrase, is “obsessed over customers.” Remember, Jeff Bezos is the one who regularly has an empty chair in meetings to represent the customer, i.e., “the most important person in the room.”

So, I thought I’d tip my hat to Jeff Foxworthy and say, your customers might be considered persona non grata in your company if you…

focus more on acquisition than on retention

share nothing but sales metrics in your company meetings

sell things you shouldn’t sell, just to make your numbers

focus solely on making your numbers

talk about nothing but sales metrics in your executive meetings

don’t listen to your customers

don’t make decisions based on what’s best for your customers

don’t include some reference to customers in the job descriptions for your customer-facing positions

listen to customers but don’t act on the feedback (only listen to check a box)

don’t train employees on what it means to deliver a great customer experience

don’t teach employees how to deliver a great customer experience

don’t create a clear line of sight for employees to the customer so that they understand their roles in, or contributions to, delivering a great customer experience

don’t communicate your brand promise to employees

don’t explain your vision or purpose to your employees

don’t understand your customers or their needs

listen to customers but only focus on the metrics, not on improving the experience

develop products without understanding customer needs

are focused on shareholder value

don’t make the employee experience a priority

don’t hire the right people

have a siloed organization

In companies where customers are persona non grata, in the list of company priorities, it seems the customer falls somewhere low, after sales, metrics, products, and a variety of other things. The customer is an afterthought. An outcome.

No. The customer is not an outcome. The customer is an input. The customer is your reason for being. The customer cannot be persona non grata … the customer must be persona grata. At all times. In all meetings. In all conversations. In all decisions.

Where is the customer in your organization?

You could also replace “vision” with the word “customer” in this quote from Simon Sinek, and it would still work.

Focus on the vision and the numbers will thrive. Focus on the numbers and the vision will struggle (and so will the numbers). -Simon Sinek

Customer Service is a thing of the past every company has it. Focus should be on challenging customers, Brands, Products and Services again every company pretty much can offer them. Teach not Sell is a disruptive process and yes saying NO to customers is OK.